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In this series on effective marketing for printing companies, we’ve covered many topics, including developing a company vision, finding likely customers, using effective content marketing, and leveraging marketing technology. 

Now, let’s turn to the element that pulls all these and more into a successful whole: the people who make up your marketing operations (MO) team. Who are the folks who can manage or implement the key marketing elements to sustain and grow your business?

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Bill has three daughters, Kate, Emma, and Madeline. 

When Kate graduated from high school, she stepped into college in Boston. That expensive mistake was also Bill’s first experience with the college admissions process. Kate’s criteria for a school was fairly simple: Is the school far away from her parents? Her college of choice welcomed Kate with open arms, the check cleared, and her college career was off and running.

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The term, “Vertical Market” is used to define categories of prospects, such as banks, hospitals, colleges, restaurants, construction, and so on. The thinking is, if you can learn to sell to one, you can merrily crusade to another and find a similar situation, offer a similar solution, and make a second sale. Then another. And another.

That’s how it works on paper, anyway.

But there’s a right way and a wrong way to sell to verticals. Here it is in short:

“It’s not about what they buy. It’s about why they buy it.”

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In this series about the marketing basics for printing companies, we’ve covered a lot of ground, including developing your value proposition and vision, finding and cultivating new customers, and in particular developing a content marketing plan to draw the interest of prospects.

What we haven’t covered up to this point is using one of the best marketing methods at your disposal: your own expertise in print and direct mail, combined with the intelligence you can gain from digital sources.

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Email is one of the oldest of internet technologies and still one of the most effective as a marketing tool.

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